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This Friday's issue of the freesheet - which focuses on Wimbledon and features Ana Ivanovic and Maria Sharapova - will contain samples of L'Oreal Men Expert Turbo Booster face cream.

Sport has worked with its production facility St Ives, to develop the technology to run sachets on enhanced newsprint while maintaining production speeds on Sport's 340,000 weekly print run.

Sport's claims that its audience of 20 to 45-year-old ABC1 urban men is particularly difficult to target in a magazine environment, and the new innovation will enable cosmetic companies to reach this audience with product sampling for the first time.